In most radio clusters these days, the poor guy in the production studio is a harried, hassled right-brainer with the thankless job of trying to crank out commercials for as many as 5 or 6 stations in the group. It’s an impossible job, of course, and more often than not, the output is simply good enough to get by. That’s why a typical stopset on most stations sounds mediocre at best, and in many cases, simply unlistenable. And as national dollars evaporate, radio is stuck with more and more local commercials that are cranked out assembly-line style.
It’s one thing to reduce the number of commercials on the radio. It’s a goal that several groups are striving for, but perhaps they’re missing the other side of the issue: what the commercials themselves sound like, and what impact they’re having on listeners (and the results they’re showing for advertisers).
That’s why many production directors secretly yearn to work for Jerry Lee at B101 in Philly. That station is challenging itself to produce local commercials that can compete with TV ads – and they’re free. In an effort to prove a point – that radio advertising can be compelling, and therefore works – B101 is offering free creative. Gratis. No charge. Scot-free. Pro bono. Complimentary. On the house.
And if these campaigns are actually interesting, compelling, clever, buzz-worthy – and effective – might this not change the way that stations and clusters approach the not-so-fine art of marketing and creating commercials?
It continues to amaze me how a single owner in Philadelphia can be so trend-setting. Jerry is a guy who truly is walking that walk.
I’m actually looking forward to listening for the commercials the next time I visit Philly.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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